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Jaipan Industries, the manufacturers and retailers of kitchen appliances in India, are planning to launch cellphones in India, according to a news report on CNBC TV18 news channel. Jaipan would join the league of Onida, Orpat and Videocon to enter the cellphone market from the consumer durables industry. Launching a cellphone brand has become the latest fad in India, where a new brand is announced every week. The Indian cellphone market is pegged at over 10 million units a month and is expected to touch 150 million units this year. Given the sheer market size and the availability of cheap phones from China, these new cellphone companies often enjoy margins ranging between 30-40 per cent. These companies rely on a strong supply chain and do not have any manufacturing or R&D overheads.